The research of competition strategy for Microcontroller (MCU) market—M company is used as the research case

• Main Authors: Chien-chang Hsu, 許見長
• Other Authors: Chi-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/kpn28n

碩士 === 國立中山大學 === 高階經營碩士班 === 103 === The research of the topic for this paper will focus on Microchip Technology Inc. We will investigate how Microchip can succeed from near bankrupt in the highly competition MCU market. How Microchip can win the number 1 worldwide market share for 8-bit microcontrollers through 10 years effort. 　The research of this paper based on Porter’s theory of competition strategy. The first is to think how enterprise may increase their attractiveness in the industry. The second is to think how to set the competition strategies and apply their competition strengths. The third is to think what enterprise’s value activities can be utilized to achieve their competition strengths. 　The collection of the information covers the concerning information published by Microchip even recall to 1990 and the data published by the special organizations in Uunited States. 　In the investigation process the growth progress of Microchip is split into some stages. We reviewed the strategies and actions been implemented in each stage, then verified it’s impact with the actual operation results in that stage. 　The research of the paper did find that both the strategies implemented in each growth stage and the actual operation results can fully confirm Porter’s theory of competition strategy. Porter’s discourse about competition strategy is achieved not only on Microchip’s 8-bit MCU market, but also achieved on 16-bit and 32-bit MCU market. 　To maximize the worldwide 8-bit MCU market share, Microchip successfully created the competition strengths via the implementation of cost leading strategy, difference strategy and focus strategy. In addition, Microchip acheieved their competition strengths through enterprise’s value activities. Microchip also expanded their business scale via successful acquisition to gain new technology and new market.